#Sustainability #USA #Oakland, California #Yerba Madre #Steve Lesnard

Yerba Madre Appoints Steve Lesnard as New CEO

On July 20, 2026, Yerba Madre, a prominent name in the yerba mate industry in the United States, announced the appointment of Steve Lesnard as its new Chief Executive Officer. This strategic move comes as the company aims to elevate its brand presence and tackle upcoming challenges in a rapidly evolving market. Previously, Lesnard served on the Board of Directors, which positions him well to lead Yerba Madre through its next phase of growth.

Following in the footsteps of former CEO Ben Mand, who guided the company during crucial operational reforms, Lesnard brings a wealth of experience from his two-decade-long career in brand creation and strategic marketing. Under Mand's leadership, the company underwent a significant transformation that included refining its supply chain management and making impactful social commitments. Mand will remain involved with the company as a Board Advisor to ensure a seamless transition as Lesnard takes charge.

Lesnard's vision aligns with Yerba Madre’s mission to promote restorative environmental practices while delivering high-quality, organic yerba mate. The brand's commitment to sustainability is reflected in its operational model, which emphasizes regenerative agriculture and direct partnerships with 257 family farms in Argentina, Brazil, and Paraguay. Each purchase made by consumers directly contributes to the preservation of the Atlantic Forest and the welfare of the communities involved in yerba mate cultivation.

Having held prominent positions at various leading brands, including Nike, The North Face, Sephora, and Godiva, Lesnard understands what it takes to propel a brand to success while maintaining its core values. Emily White, Chair of the Board, expressed confidence in Lesnard’s ability to carry the brand forward, stating that his extensive background in building authentic brands will be invaluable amidst increasing competition in the beverage industry.

Lesnard shared his enthusiasm for leading Yerba Madre, emphasizing the brand’s unique position within the natural beverage market. He stated, "Yerba Madre is a very special brand. It has a long history of not only providing a superior product but also supporting eco-friendly practices and community upliftment. I look forward to building on this extraordinary foundation."

Simultaneously, Yerba Madre is also bolstering its leadership team by welcoming Scott Miller, co-founder and CEO of YESLY Water, to its board. Miller’s extensive experience in the beverage industry will further enhance the company’s capabilities as it seeks to expand its distribution and market reach.

This leadership transition comes at a pivotal moment as consumer demand for functional beverages rises. Yerba Madre aims to use this opportunity to amplify its brand knowledge and share the cultural heritage and rituals surrounding yerba mate with a broader audience. The company is dedicated to not just selling a product, but fostering a community culture centered around sustainability, health, and social responsibility. The future looks promising as Yerba Madre embarks on this new chapter under Lesnard’s guidance, focusing on innovation while remaining true to its mission and values.

With over 45,000 retail locations across the U.S. and Canada, Yerba Madre continues to lead in the ready-to-drink yerba mate category, bringing along its commitment to ethical practices and community support with every sip taken. For additional insights into Yerba Madre and its journey, you can visit www.YerbaMadre.com.